I don’t think anything indicates they are creating a whole new department. Especially as these look like temporary staff increase contracts so the marketing vision is probably already established, these guys could be coming in to execute a roll out strategy
The product marketing would be done pretty far out but that’s about it. New products often tend to sit in a dead space for a long time after they are settled on.
You don’t need an 18 month lead time for an advertising campaign. As somebody who works in marketing, 6 months would be
generous lol. Ideally you’d have a full year for planning but in reality that’s a luxury rarely afforded.
Realistically they could get an announcement campaign out within a few months if they wanted if they tender agency support. And I know Sony works with agencies on most of their marketing efforts. And that won’t be reflected in job hirings
They could just as likely be 6 months away from announcement as they are 18 months from an announcement, nothing here indicates otherwise